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Kraft Launches LiveActive Initiative

GLENVIEW, Ill. - Kraft Foods here is encouraging the 60 to 70 million Americans suffering from digestive health problems to join its new LiveActive Movement, a lifestyle-based approach to help people achieve digestive wellness.

September 27, 2007, 08:00 pm

GLENVIEW, Ill. - Kraft Foods here is encouraging the 60 to 70 million Americans suffering from digestive health problems to join its new LiveActive Movement, a lifestyle-based approach to help people achieve digestive wellness.

The LiveActive Movement can help consumers maintain their digestive and overall health with a tailored eating plan, as well as fitness and lifestyle tips and choosing foods that promote gut health.

To that end, Kraft is introducing a new line of products specifically designed to help address digestive health needs, including LiveActive Cottage Cheese from Breakstone's/Knudsen and LiveActive Natural Cheese Snacks from Kraft.

Consumers can get join the effort to keep digestive health on track by visiting LiveActiveFoods.com, a new interactive Web site with a digestive health assessment quiz that features the LiveActive Gut Check, a simple, Web-based tool designed to assess habits promoting digestive health through a simple series of questions.

After taking the LiveActive Gut Check, the next step toward maintaining digestive health is receiving The LiveActive Everyday Plan, including tips on how people can do good things for their gut daily by incorporating regular exercise into their routine, choosing foods that help promote gut health and making sure they get enough fluids each day.

Kraft partnered with Leslie Bonci, MS, RD of the University of Pittsburgh Medical Center, to develop the LiveActive Everyday Plan.

The LiveActive Everyday Plan incorporates a new line of LiveActive products that naturally regulate the digestive system. Kirsten Lynch, Kraft Foods' v.p./marketing, said the company is "committed to finding innovative ways to helping people feel their best every day."